In Malaysia, many children aged 4 to 7 learn Mandarin and Malay in primary school, but English often becomes the language they are most reluctant to speak. It’s not that they don’t understand, but rather they lack confidence. Vincent Chan, a teacher with an educational background, identified a gap in the market. Together with his son, Jayden, he invented “Jayden’s Story Board Game” – an English speaking board game designed specifically for local children. Within a year, from a zero-funded MVP to entering schools, he validated a genuine market need with minimal costs.
Spotting the gap: there were no“Our Own” English board games on the market.
Q: Vincent, could you start by introducing your background?
I have an educational background and am currently a lecturer at the Faculty of Business, Multimedia University (MMU) in Malaysia. Due to my long-term work in the education field, I have a certain understanding of how children learn and am particularly concerned about the topic of English education for children.
Q: What made you think of making an English board game?
Actually, it stems from a very simple observation. I found that there isn’t a single English board game specifically designed for local children on the market. Foreign board games have different cultural backgrounds, which makes children feel distant; and most English textbooks on the market are still in the form of flashcards and workbooks. I was wondering why there isn’t a tool that allows children to practice speaking English while playing, and one that truly fits the local children’s life context?
“There are many English textbooks on the market, but there isn’t an English board game that truly belongs to local children.”
Q: Why choose board games specifically?
This is a starting point I’m very committed to. Children nowadays spend too much time in front of screens – phones, tablets, TVs. I hope this game can bring parents and children to sit down and play together, and allow for real eye contact and conversational interaction between children. Board games naturally create this face-to-face atmosphere. Children must speak during the game, and speaking English in a pressure-free, fun environment slowly builds their confidence.
From 0 to 1: Validate the most authentic needs with minimal cost MVP
Q: How long did it take from conception to official product launch?
Approximately one year. But within this year, we didn’t start by building the complete product; instead, we first created an MVP—Minimum Viable Product—to test market response.
Q: How specifically is MVP testing done?
We made the first version of the prototype, and then directly borrowed a kindergarten venue to hold the first offline workshop. We didn’t rent expensive venues or do large-scale promotions; we just put the product in front of the children to see if they would play with it and if parents resonated with it. The response was excellent; parents felt their children were truly engaged and even started speaking English. At that moment, we knew we were on the right track.
“First, borrow a kindergarten’s premises and display your products in front of the children. The market reaction is your truest answer.”
Q: How was the funding issue resolved?
In the early stages, we really didn’t have much capital, so we started with a low-cost approach. Later, we took our product to entrepreneurial competitions and received some awards. With this foundation, I then applied for MMU’s investment fund—because I myself am a lecturer at MMU, this was a resource I could utilize. After securing the first round of funding, we found a supplier and customized our first batch of products, 5 sets costing 1000 Malaysian Ringgit. The quantity wasn’t large, but it was enough for us to continue validating.
Q: What was the biggest challenge you encountered during the entire startup process?
To be honest, there was more than one challenge. First, we didn’t understand the design and production process of board games and had to learn from scratch. Second, finding suitable suppliers and printing factories was very difficult; quality, price, and communication were all hurdles. Third, we also needed to obtain certification for the use of safe materials for children’s products—this was a hidden cost that many people didn’t anticipate. Fourth, of course, there was the issue of market promotion. For a new product, it takes time and word-of-mouth to convince parents of its value.
Localization: Truly Understanding Malaysian Children’s English Predicament
Q: You have always emphasized “localization,” what does that mean to you?
Malaysian children learning English are in a unique situation. Their mother tongue could be Chinese or Malay, and English is a second or even third language. It’s not that they’re not smart, but they lack a safe environment to practice speaking. At school, they’re afraid of being laughed at if they make mistakes, and at home, their parents may not necessarily be able to converse with them in English. So they learn a lot of English knowledge, but they can’t speak it.
The localization of “Jayden’s Story Board Game” is about creating a context where children aged 4 to 7 can tell stories and express themselves in English within their familiar culture and life scenarios. Lowering psychological barriers is key to truly building the confidence to speak.
Q: Have schools and institutions adopted it yet?
Yes. We only decided to scale up production after securing a stable base of parent support, and we also started collaborating with kindergartens and educational institutions. Validating market demand is something we do before every expansion step.
Words for Entrepreneurs
Q: Looking back at your entrepreneurial journey this year, what would you most like to say to other aspiring entrepreneurs?
First, believe that your product solves a real problem. We see that local children are afraid to speak English, which is a real pain point, not something we imagined.
Second, make it first, then gradually improve it, don’t wait for perfection. Our first version of the product was far from perfect, but we brought it to the children, listened to their feedback, and then knew what to do next.
Third, make good use of the resources already available to you. I am an MMU lecturer, so I can apply for MMU funds; I know a kindergarten principal, so the venue for the first workshop was available. Many times, the resources to get started are within your reach.
Fourth, validating market demand cannot be overemphasized. Before investing heavily, test with real users and listen to their feedback. Market reaction is always more honest than your assumptions.
Don’t wait until it’s perfect to start. Go out there and let the market tell you the answer.
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